Medellín at USTOA 2025
The city strengthened its international standing at a key meeting of the US tourism industry, focused on strategic alliances, sustainability and the development of high-value products
This year, Medellín participated in the United States Tour Operators Association Annual Conference and Market, one of the most important events on the North American tourism calendar. As an active member of the association, the city joined an agenda that brought together leading tour operators, international destinations, and specialized suppliers, with the goal of forging strategic alliances and business opportunities.
Founded in 1972, the United States Tour Operators Association is distinguished by its commitment to responsible tourism and its promotion of travel experiences that contribute to cultural and environmental preservation. In this context, the city's proposal was aimed at attracting travelers interested in sustainable practices, respect for local communities, and the overall quality of tourism experiences.
In this year's edition, the delegation participated in the academic section of the event and held twelve B2B meetings with US tour operators interested in adding emerging Latin American destinations to their portfolios. These meetings provided an opportunity to showcase the city's urban transformation, air connectivity, operational capacity, and responsible approach as a destination.
The proposal presented highlighted the entertainment and social tourism sectors, areas in which the city has established itself regionally. The diverse culinary scene, live music offerings, vibrant nightlife, and a growing calendar of international events reflect a dynamic destination, open to tourism but committed to the well-being of its environment and residents.
This positioning is supported by modern hotel infrastructure, venues for large events, expanding connectivity, and a broad cultural offering that includes museums, galleries, urban festivals, creative districts, and community experiences. These attributes facilitate the design of products aligned with the new demands of travelers, focused on authenticity, personal connection, well-being, and responsibility.
Participation in this international event reaffirms the intention to strengthen ties with the US B2B market and advance the consolidation of long-term partnerships. The strategy aims to develop tourism offerings that integrate leisure, culture, and entertainment under sustainability criteria, in line with the challenges and opportunities presented by the future of the industry.